Final Thesis proposal and bibliography

Transnational Branding - How Manchester United Became the World's Most Popular Football Club

There are many ways a brand will try to reach out to people transnationally. In the case of Premier League football team Manchester United and their 659 million fanbase, survey shows that United have doubled their fanbase in the last 5 years. Winning championships and silverware will definitely attract fans, but Manchester United have done much more to get the respect they have today. Through this thesis paper I will look at the different ways Manchester United Football Club reaches out to fans around the world.


Senior Project:

For my senior project I would like to rebuild Manchester United's website to be suited for different fan base depending on where the viewer is located. 

Bibliography:

1. Park Ji Sung: Manchester United's Korean Cash Machine
http://www.dailymail.co.uk/sport/football/article-2038633/Park-Ji-sung-Manchester-Unioteds-Korean-cash-machine.html

2. Do Man Utd really have 659m supporters?
http://www.bbc.co.uk/news/magazine-21478857

3. Being Manchester United, 4 lessons from the world's biggest sports team
http://www.forbes.com/sites/haydnshaughnessy/2013/01/28/being-manchester-united-4-lessons-from-the-worlds-biggest-sports-club/

4. Business Across Cultures (Culture for Business Series)
by Fons Trompenaars and Peter Woolliams

5. The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
by Nigel Hollis

6. Branding Across Borders: A Guide to Global Brand Marketing
by James R. Gregory and Jack G. Weichmann

7. Manchester United Tops The World's 50 Most Valuable Sports Teams
http://www.forbes.com/sites/kurtbadenhausen/2012/07/16/manchester-united-tops-the-worlds-50-most-valuable-sports-teams/

8. Manchester United 'most popular team in world' with 659 million fans
http://www.guardian.co.uk/football/2012/may/29/manchester-united-premierleague

9. Brand Strategy for Sporting Teams
http://www.scribd.com/doc/39671672/Brand-Strategy-for-Sporting-Teams

10. Sport and Branding
http://www.wipo.int/ip-sport/en/branding.html

11. Sports Team Branding: What's in a Name?
http://onlyagame.wbur.org/2012/05/26/team-branding

12. Manchester United FC Marketing Strategy & Marketing Campaigns
http://www.marketingweek.co.uk/brands/manchester-united-fc/

13. Why Arsenal's marketing strategy isn't just about the football
http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=11306&Title=Why_Arsenal%E2%80%99s_marketing_strategy_isn%E2%80%99t_just_about_the_football

14. English clubs marketing strategies
http://www.football-marketing.com/2010/12/21/english-clubs-marketing-strategies/

15. The Power of Branding
http://www.meettheboss.tv/Broadcast/CMO/109/The-Power-of-Branding/

16. Sponsorshop should not be a random act
http://www.brandingstrategyinsider.com/2010/06/sponsorship-should-not-be-a-random-act.html#.UUDsw3x36nY

17. Brand management from the field
http://www.brandingstrategyinsider.com/2009/05/brand-management-from-the-field.html#.UUDswnx36nY

18. Marketing metrics: study of brand value of football associations.
http://demo.uib.es/IBEW/Papers2011/MasterThesis/TurkenichDaria.pdf

19. Asian Brand Strategy: How Asia Builds Strong Brands
by Martin Roll

20. Football's big four and building brand equity in Asia
http://www.emeraldinsight.com/learning/management_thinking/articles/pdf/brand_equity.pdf